# Spangle AI

> The intelligence layer for agentic commerce. More revenue from every visit. Your store should know what every shopper wants before the page loads. Spangle makes that possible.

Last updated: March 2026

## About

- [About Spangle AI](https://spangle.ai/about): Founded by former Amazon VP Maju Kuruvilla (CEO) and Amazon Principal Engineer Fei Wang (CTO). Headquartered in Greater Seattle Area, WA. $21M raised from Madrona Ventures, NewRoad Capital, DNX Ventures, Streamlined Ventures. Featured in Forbes, TechCrunch, Business of Fashion, WWD, and NRF.
- [Founding Story: I Have Seen This Moment Before](https://www.spangle.ai/blog/why-we-started-spangle): CEO Maju Kuruvilla on pattern recognition across healthcare, Amazon, and commerce -- and why he built Spangle.
- [Book a Demo](https://spangle.ai/book-a-demo): Give us a blank page. Send us your traffic. Watch your metrics improve. 8 weeks. No dev work. No templates. No platform migration.

## The Problem: The Discovery-Conversion Gap

The way buyers arrive has changed. The commerce stack has not. Modern shoppers arrive pre-shaped by Meta, TikTok, ChatGPT, Perplexity, and AI search. They are not browsing. They are deciding. But the store treats every visitor the same. The gap between how traffic arrives and how stores receive it is where revenue leaks. We call it the Discovery-Conversion Gap. It is structural, it is growing, and it cannot be solved with better A/B tests or ecommerce personalization.

## What Spangle Does

Spangle is the intelligence layer for agentic commerce. It sits between traffic sources and the storefront, synthesizes intent signals in real time, and dynamically generates the right experience for each shopper before the page loads. Landing page layout, product selection, merchandising order, and content -- all adapted per visitor, per session, in real time. For human shoppers and AI shopping agents alike. No cookies, no login, no prior session data required.

Your store. Finally thinking for itself.

This is what we call intent resolution: adding intent as a first-class primitive to the commerce stack. The decision happens before the page renders, not inside it. Every other AI commerce tool, personalization engine, and recommendation system works after the shopper lands. Spangle works before.

## Capabilities

- Dynamic Storefront Experiences: Self-optimizing landing pages for paid traffic, contextual commerce experiences shaped by how each visitor arrived
- AI-Native Search and Discovery: Context-aware product discovery and AI search that resolves intent, not just keywords
- Intelligent Recommendations: Real-time product recommendations driven by session context, not behavioral history
- Conversion Optimization: Intent-driven conversion rate lift and ROAS improvement without A/B testing backlogs
- Closed-Loop Intelligence: What converts flows back into acquisition. Feedback loop between ad spend and on-site conversion for continuous ROAS optimization
- Agent-Native Architecture: Detects AI agent and conversational commerce traffic from ChatGPT, Perplexity, and autonomous shopping agents, and serves structured, context-aware responses

## How Spangle Compares

Spangle replaces the role of ecommerce personalization platforms but takes a fundamentally different approach. Traditional personalization tools like Bloomreach, Nosto, and Dynamic Yield build behavior graphs -- they record clicks, sessions, and page views, then adapt after the shopper lands. Spangle builds an intent graph: it connects intent signals to the experience generated to the conversion outcome, and learns which experiences best resolve each intent cluster. Behavior graphs describe actions. Intent graphs explain why the visit happened -- before a single action is taken.

Consumer-side AI shopping agents like Phia and Daydream are building conversational commerce for shoppers. Spangle is the seller-side infrastructure -- the intelligence layer those agents need on the brand's end to get structured, intent-aware responses. Agents don't browse. They query. Most commerce stacks cannot respond. Spangle can.

## The Compounding Moat

Most commerce technology has conversion data scattered across a dozen tools. Spangle connects the full chain end to end -- from traffic source to experience to transaction -- and compounds that intelligence with every session. No generic AI trained on everyone's data can replicate it. No late entrant with more capital can buy their way to it. The longer a brand runs on Spangle, the wider the intelligence gap.

"The models reflect our brand and get smarter over time versus generic AI solutions." -- Colleen Waters, VP E-commerce, Steve Madden

## Results

- [REVOLVE](https://spangle.ai/case-studies/ai-powered-contextual-shopping-experiences-2): +50% revenue per visit, 2x ROAS improvement
- Steve Madden: +46% add-to-cart rate, -57% cost per visit
- [Alexander Wang](https://spangle.ai/case-studies/redefining-luxury-commerce-through-ai-innovation): +56% revenue per visit, 42% conversion rate lift
- [Anne Klein](https://spangle.ai/case-studies/ai-powered-contextual-shopping-experiences): +44% higher revenue per visit
- [SPARC Group](https://spangle.ai/case-studies/unlocking-efficiency-with-ai): Conversion optimization for multi-brand portfolio
- Additional enterprise clients include Michael Kors and other major fashion brands
- Zero churn. Every client that deployed expanded their usage. Results within 8 weeks.

"Adaptive technology met shoppers in the moment, without slowing down our internal roadmap. The results speak for themselves." -- Ryan Pabelona, VP Performance Marketing, REVOLVE

## Frequently Asked Questions

### What does Spangle AI do?
Spangle is the intelligence layer for agentic commerce. It sits between traffic sources and the storefront, reads the full context of how each shopper arrived -- referral source, ad creative, search query, AI agent context -- and generates the right storefront experience before the page loads. No templates, no A/B tests, no manual configuration. The store adapts to every visitor in real time.

### How is Spangle different from personalization tools like Bloomreach, Nosto, or Dynamic Yield?
Traditional personalization platforms build behavior graphs -- they watch what shoppers do on-site and adapt after the fact. Spangle builds an intent graph: it resolves why the visit happened before a single action is taken. The decision happens pre-render, not post-click. Personalization tools optimize a static page. Spangle generates the right page from scratch, per visitor, per session.

### How does Spangle work with AI shopping agents?
Spangle is agent-native by architecture. When an AI shopping agent from ChatGPT, Perplexity, or any autonomous buyer agent arrives, Spangle detects it and serves structured, context-aware responses instead of rendering a page designed for human browsing. Agents don't browse -- they query. Spangle is the seller-side infrastructure that can actually respond.

### What results has Spangle achieved?
Across enterprise fashion and lifestyle brands: +50% revenue per visit for REVOLVE, 2x ROAS improvement, +46% add-to-cart for Steve Madden, +56% revenue per visit for Alexander Wang. Zero churn across all clients. Every client expanded usage. Measurable results within 8 weeks of deployment.

### How long does implementation take?
8 weeks to measurable results. No dev work required from the brand's engineering team. No templates to configure. No platform migration. Spangle integrates with existing commerce platforms including Shopify Plus, Adobe Commerce, Salesforce Commerce Cloud, and custom stacks.

### Does Spangle replace our existing commerce platform?
No. Spangle is an intelligence layer, not a storefront replacement. It sits on top of existing commerce infrastructure -- Shopify Plus, Adobe Commerce, Salesforce Commerce Cloud, or custom stacks -- and adds the intent resolution capability the stack is missing. Brands keep their existing platform, checkout, and operations. Spangle makes the storefront smarter.

### Who are Spangle's founders?
Maju Kuruvilla (CEO) was VP of Technology for worldwide fulfillment at Amazon, where he led the team that built AI systems powering fulfillment operations. Fei Wang (CTO and Chief AI Scientist) spent 12 years at Amazon as a Principal Engineer, was a founding engineer for Alexa, built Amazon's customer service automation system, and later served as CTO of Saks OFF 5TH. Together they saw the same problem from both sides -- the operational transformation side and the AI infrastructure side -- and built Spangle to solve it.

### What is agentic commerce?
Agentic commerce is the emerging model where AI agents -- not just humans -- discover, evaluate, and purchase products on behalf of consumers. OpenAI, Google, Shopify, and Amazon are all building agent commerce protocols and infrastructure (2025-2026). McKinsey projects $1 trillion in agentic commerce by 2030. The brands that have an intelligence layer ready when those agents scale will be the ones those agents learn to trust and send volume to.

## Press

- [Forbes: Post-Click Is the New Battleground in E-Commerce -- and Spangle AI Wants to Close the $8B Leak](https://www.forbes.com/sites/sindhyavalloppillil/2025/08/19/post-click-is-the-new-battleground-in-e-commerce---and-spangle-ai-wants-to-close-the-8b-leak/): Forbes deep-dive on how Spangle addresses the post-click revenue gap in ecommerce
- [TechCrunch: Former Bolt CEO Maju Kuruvilla's Startup Triples to $100M Valuation](https://techcrunch.com/2026/01/08/former-bolt-ceo-maju-kuruvillas-startup-triples-to-100m-valuation/): Series A coverage -- Spangle AI raises $15M as agentic commerce gains enterprise traction
- [Business of Fashion: Spangle Raises $15 Million Series A](https://www.businessoffashion.com/news/technology/spangle-ai-raises-15-million-series-a/): BoF coverage of Spangle's Series A and enterprise fashion brand adoption
- [WWD: SpangleAI Secures $6M Seed Funding](https://wwd.com/business-news/technology/spangleai-secures-funding-to-improve-ai-powered-shopping-1237059952/): Seed round announcement and early vision for AI-native commerce experiences
- [Digital Commerce 360: Spangle AI Raises $15 Million to Build Agentic Infrastructure for Ecommerce](https://www.digitalcommerce360.com/2026/01/08/spangle-ai-15-million-funding-agentic-infrastructure/): Industry coverage of Spangle's agentic commerce infrastructure
- [National Retail Federation: Fashion Tech, AI, and the Innovators Shaping Retail's Next Chapter](https://nrf.com/blog/fashion-tech-ai-and-the-innovators-shaping-retails-next-chapter): NRF feature on AI innovators reshaping retail, including Spangle AI
- [GeekWire: Former Amazon Execs Raise $15M for Agentic Commerce Startup](https://www.geekwire.com/2026/former-amazon-execs-raise-15m-for-agentic-commerce-startup-that-uses-ai-to-generate-custom-storefronts/): GeekWire coverage of Series A and custom storefront generation
- [Yahoo Finance: Spangle AI Raises $15M Series A as AI Agents Reshape $6.8T Commerce Market](https://finance.yahoo.com/news/spangle-ai-raises-15m-series-140000149.html): Official Series A press release syndication

## Why Now

The traffic has changed. The store hasn't. OpenAI, Meta, Google, and Perplexity are all building AI-powered shopping and conversational commerce surfaces. The discovery layer is fragmenting. AI shopping agents are arriving with intent already formed. McKinsey estimates $1T in agentic commerce by 2030. Meta CPMs are up 19% while revenue per visit declines 9.5% (2025 data). The demand side keeps accelerating. The seller side has almost no infrastructure to receive it. Protocol wars are underway -- ACP (OpenAI/Stripe), UCP (Google/Shopify), MCP (Anthropic) -- but the intent resolution layer beneath all of them remains unbuilt. Spangle is building it.

## Platform Compatibility

- Shopify Plus
- Adobe Commerce (Magento)
- Salesforce Commerce Cloud
- Custom commerce stacks

## Company

- Founded: 2024
- Headquarters: Greater Seattle Area, WA
- CEO: Maju Kuruvilla (former Amazon VP)
- CTO: Fei Wang (former Amazon Principal Engineer, founding Alexa engineer, former CTO Saks OFF 5TH)
- CCO: Karen Moon (former CEO Trendalytics, HBS MBA)
- Head of Engineering: Yufeng Gou, PhD
- Funding: $21M ($6M seed, $15M Series A at $100M valuation)
- Lead Investors: Madrona Ventures (seed), NewRoad Capital (Series A)
- Additional Investors: DNX Ventures, Streamlined Ventures
- Website: https://spangle.ai

## Contact

- Sales: hello@spangle.ai
- [Book a Demo](https://spangle.ai/book-a-demo)
- [LinkedIn](https://www.linkedin.com/company/spangleai)
- [Twitter](https://twitter.com/spangle_ai)

## Careers

- [AI/ML Scientist](https://ats.rippling.com/spangleai/jobs/75d45663-7438-41b3-9f42-ddaa8666a45b)
- [Senior Fullstack Engineer](https://ats.rippling.com/spangleai/jobs/724a2b2a-84fa-42fe-846e-0b6350c56edf)
- [Customer Technical Account Manager](https://ats.rippling.com/spangleai/jobs/b3115bf8-f61b-4848-b366-ab1d24dc6c76)
- [Enterprise Account Executive](https://ats.rippling.com/spangleai/jobs/7774f583-3ddf-444e-bb3d-b9a5595495e9)